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Key findings
For brands, building a strong and lasting relationship with its clients costs less than acquiring new ones.
To do so, many studies, including Capgemini’s, have shown the importance of working on emotional
factors. The Pulse survey analyses these emotional factors on the Belgian market.
Discover the main conclusions and keys for strengthening your relationship with your clients.
Method
Quali + QuantiOnline Community (qualitative
survey) + CAWI (quantitative
online survey)
CalendarSurveys carried out
in December 2018
Emotional leversMeasuring importance and evaluation scores of
16 key relationship drivers, covering more than 40
brands in 9 sectors
Panel4001 respondents representing
the Belgian population aged 18–65
ProvidersIPSOS in collaboration
with Bpost Media
MomentumsEvaluation of 19 momentums as development drivers
of those key factors.
The Pulse Score takes two main elements into account:
The importance the respondents give to a series of 16
relational drivers (for example, ‘rewards my loyalty’ or
‘addresses me personally’) in client relations and loyalty
to a brand.
The evaluation of the nine sectors analysed and the
40brands that compose them, on their ability to satisfy
these emotional factors.
What’s your Pulse?
43/100
The average Pulse Score, or measurement of the brand
relationship quotient across all sectors, is 43/100. This
refers to their ability to manage the relationship based
on a certain number of emotional drivers.
Your relational PulseConsumers view their relationship with brands very
differently depending on the sector.
Lacklustre relationship?
The lowest Pulse Score was obtained by the energy sector
that nonetheless represents a growing proportion of
household budgets. A peak of positive energy in customer
relations: there’s a great challenge for the sector!
Thank me I’m loyal
71% is the percentage of clients that would like you to
reward their loyalty. But only 36% consider this to be
the case!
32/100
71%
The lowest score across
all sectors
That’s no DIY client relation
The overall winning brand in our Pulse survey
is a high-street chain of DIY/decoration
shops. It has succeeded in building a strong
relationship with its clients!
Surprise them!
64% of clients would like to have a nice surprise
from brands. But only 40% consider this to be
the case.
The highest score across
all sectors62/100
64%
The Pulse Gap indicates where action is necessary!
The Pulse Gap clearly highlights the gap between the importance that the respondents give to the emotional factors in
the relationship, and the way they evaluate the sectors and brands in relation to those factors. The delta is sometimes
huge, but it provides grounds for action.
Momentums... and the winner is...
Momentums (we analysed 19) provide an opportunity to communicate that strengthens the relationship and, if well
used, can greatly reduce the Pulse Gap.
A birthday is the top momentum across all sectors.
Receiving a personal invitation when it’s your birthday is
by far the most important event on which brands should
concentrate.
Momentums are a girl’s best friend
Significantly more women expect some consideration
from their favourite brands.
In-Home Advertising In-Home Advertising (addressed or unaddressed advertising
mail) is an essential media for increasing your Pulse Score
and building or improving the relationship with your clients.
This is why:
n In the heart of the family
n Appreciated
n Appeals to emotions
n Valorises your clients
n Very efficient
Would you like to know the results for your brand?Book an appointment with your bpost account manager : bpostmedia@bpost.be
www.pulsesurvey.be
Would you like to know your sector’s performance? >
2019 © All Rights Reserved.
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